The brief

SafeContractor, part of the Alcumus Group, is a market-leading health and safety contractor management system.

Recognising that its clients needed even greater visibility of their supply chain compliance, beyond just health and safety, Alcumus approached jamjar to help support the launch of new product – SafePQQ.

The brief included developing the SafePQQ brand, launch strategy and all supporting marketing collateral.

Brand development

A brand workshop was organised with the Alcumus team to ‘lift the lid’ on the new product, the market, the audience, and the vision for the future.

We used the findings of this workshop to develop the SafePQQ brand including a proposition, a tone of voice, and messaging. We then developed the visual identity blending the existing elements of Alcumus Group’s brand architecture with a separate but complementing identity for Safe PQQ.

This was done visually through the introduction of purple with the existing shades of blue. Purple, being a colour synonymous with bravery and trust, is in keeping with the newly defined brand characteristics. However, keeping the Montserrat Font means that you see the consistency across Alcumus Group’s various products.

To cement the new brand, we created a brand book, which set out how SafePQQ should be communicated going forward. The brand book ensures that when this new product is communicated to different audiences it is done so with consistency, to show that it is part of the Alcumus Group brand, but with its own distinct identity.

Launching the brand

Creative assets and content were created in line with SafePQQ’s new brand for the launch, including:

  • Website copy and graphics
  • Social media plan and graphics
  • E-newsletter copy and template
  • News stories
  • Blogs
  • Digital ads
  • Roller banners
  • Folder and inserts
  • Explainer videos

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